Makes a change, doesn't it?
Google are currently running these ads for Chrome on the London Underground. The graphics design is pretty grim to be honest. You can see what the idea is, keep it clean and white like the Google homepage (and indeed brand look and feel) but it looks pretty dull on a big poster.
That's bad enough. But there's worse. They've tried to put 'jokes and ideas' into the typography. They're awful. Clunky. Really unelegant. And worse than that, they just don't work. They don't capture the feeling they're describing.
Ever felt like that, above, when booking seats online. No. Didn't think so.
This one just about works. When you read that, it sort of does feel a bit like what happens when you're waiting for pictures to load on a slow connection. It's OK. It's simpler than the others. Cleverer and simpler and better.
But still, grim all round really.
I was surprised by how poor they were. Focused on product benefits instead of actusl user issues, and quite unengaging for a brand millions of people use every day.
Posted by: Rob Mortimer | Jan 18, 2011 at 16:45
Ugly and unfunny, well done Google
Posted by: Paul Jeffrey | Jan 18, 2011 at 17:44
These seem to be right on brand point with Google. Google's not beautiful – in a good way. These work great IMO. And who advertises browsers anyway?
Posted by: Matt | Jan 18, 2011 at 20:22
I seem to remember the original billboards not being too bad. Typography issues aside, why the heck have they stuck the icon that big and in full? It's just baffling. You used to get shouted at in Uni production meetings if everything was thrown to the sides of the page.
I think the last one was the first, strongest idea from the pitch. Then 2 more were commissioned and the agency were like "Crap! We need to do two more! What's that intern doing??!!!"
Posted by: Martin Farrar-Smith | Jan 19, 2011 at 09:37
On the positive side, at least they stuck to one colour for the type
Posted by: Mark | Jan 19, 2011 at 10:54
They are on brand and fairly memorable - as memorable as tube posters can be anyway.
Not like those Guardian posters set in Prelo... only joking!...
Posted by: LO Acki | Jan 19, 2011 at 12:37
I was in London last month and noticed these ads too - I completely agree that they're awkward and just-off-the-mark... but the biggest issue I saw with them is that they ignore Google's own surveys that revealed 92% of the people walking by the ads has absolutely no idea what a browser even IS. What a waste.
Posted by: Remedy | Jan 19, 2011 at 16:03
Since when have Google ever been great at design? I don't use Google mail because it's ugly and cluttered.
Posted by: Nina | Jan 20, 2011 at 13:55
@Nina The original Google page was one of the best pieces of technology minimalism ever.
Posted by: Rob Mortimer | Jan 20, 2011 at 14:45
I agree on the "breaks" type arrangement, it makes me cringe every time I walk past it.
I actually felt that the copy and imagery in the last poster was working at odds. The phrase is "not waiting to see" but the image indicates you're waiting for something to load.
It was my initial gut read, but that made me assume I was waiting for something to load in Google Chrome. Which counteracts the message somewhat.
The video ad version of these is really great, however. I think this is the American version but you get the idea:
http://google-chrome-browser.com/browse-web-fast-you-think
It plays your totally involuntary reaction to complete the phrase, I think it's very clever.
Posted by: Lily | Jan 21, 2011 at 13:25
Exactly Matt, selling a browser is an uphill struggle. Furthermore to echo Remedy: "What a waste", placing these adverts in the tube.
Something is working for Google though, as their share of the browser market is growing well! (Chrome surpassed 10% share of global browser usage for the first time in January)
Posted by: Short Run Books | Mar 08, 2011 at 16:26